YouTube: Social Interaction and Disruption


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My discussion leader presentation for MCDM Com546, Spring 2011.

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  • do people watch videos on YouTube? The article “Social interaction and co-viewing with YouTube: blending mass communication reception and social connection” discussed predictors of YouTube video viewing and sharing from a uses and gratifications perspective. EntertainmentCo-viewingSocial interaction
  • that the background characteristic of social activity predicted both watching and sharing of videos, the writers suggest that people who are already active socially use YouTube as another way in which to connect and engage with existing social ties.
  • YouTube a “disruptive innovation” as defined by Christensen?It would have been difficult to predict that an online medium would combine the entertainment appeal of television programming with the ability to curate content and share it with one’s peers in a social manner. That socially engaged component of the YouTube watching process would have been difficult to foresee in the existing customer base.It is doubtful that even surveys of current viewers in the pre-YouTube age would have revealed the desires to be able to create content and share it, which speaks again to why interviewing your current customer base is not an effective way of predicting what’s ahead.
  • “Locus of control” was a predictor for sharing videos. YouTube’s inherent on-demand quality gives the viewer control, both in sharing and viewing and programming.Quote from “The Death of Television”There are a few ways in which television has responded to the threat of YouTube, such as TV stations putting local news pieces on the site to attract viewership through geo-located targeting. The idea is that, if that massive audience is on YouTube and isn’t likely to come to your site, you might as well go to them. Another way is how some programs now broadcast YouTube clips on television in news recaps or comedy shows. Can you think of other ways TV has responded to YouTube’s disruption?But overall, it’s difficult for television to replicate all the social motivations predicting YouTube usage.
  • YouTube: Social Interaction and Disruption

    1. 1. YouTube: Social Interaction and Disruption<br />Lisa Kennelly<br />University of Washington: Com546<br />April 19, 2011<br />
    2. 2. Why do people watch videos on YouTube?<br />Photo by Spencer E Holtaway, 2009<br />
    3. 3. Social activity predicts YouTube viewing.<br />If you’re social offline, <br />you’re likely to be social online.<br />Photo by Sonya Green, 2008<br />
    4. 4. What makes YouTube disruptive?<br />Photo by Justin Henry, 2007<br />
    5. 5. “the viewer is the programmer” <br />
    6. 6. Let’s Discuss<br />Rewind to 2005. Would you advise a television station or network to become involved in YouTube? What about in 2007? 2011?<br />What are some ways you see TV programs incorporating more social components?<br />What kind of content do you watch online? Why? <br />
    7. 7. Credits<br />Based on<br />Haridakis, P. and Hanson, G. (2009). Social interaction and co-viewing with YouTube: blending mass communication reception and social connection. Journal of Broadcasting and Electronic Media, 53(2), 317-335.<br />Flickr Photo Credits<br />Why do people watch videos on YouTube? Spencer E Holtaway,<br />Friends watching YouTube video, Sonya Green,<br />What makes YouTube disruptive? Justin Henry,<br />Creative Commons License – Attribution, Non-Commercial Lisa Kennelly, University of, @lisakennelly<br />